The Influence of YouTube on Young Consumers' Purchase Behavior

Abstract

YouTube is a popular platform where brands can endorse their products primarily through YouTubers. This study investigates the influence of YouTube on young consumers' purchase behavior in terms of the level of influence of YouTubers' personalities in consumers' purchase behavior in terms of attractiveness, expertise, credibility, popularity, and entertainment factor, the level of influence of Youtubers' product endorsements in consumers' purchase behavior in terms of frequency of endorsements, product reviews, video quality, number of views, comments and likes and brand popularity, the significant relationship between the influence of YouTubers' personality and product endorsements and the experiences of the consumers after buying the products endorsed on YouTube. This study utilizes quantitative and qualitative, using correlational and descriptive design with 35 respondents. It uses an online survey questionnaire and interviews five respondents. The study results reveal that YouTube is very influential in young consumers' purchase behavior. The Youtubers' personalities: expertise and credibility are extremely influential; popularity and entertainment factor are very influential, and attractiveness is somewhat influential. In addition, the frequency of endorsements, product reviews, number of views, comments and likes, video quality, and brand popularity are all very influential, with product review ranking first. Moreover, a significant relationship exists between the YouTubers' personalities and product endorsements in young consumers' purchase behavior. Furthermore, almost all informants (80%) give positive feedback about their experience after buying the products endorsed on YouTube, while 20% have a negative experience. It is recommended that business practitioners and marketers should incorporate YouTube influencers more in promoting their products.